Established in 2013, Kaibosh is a fashion eyewear retailer in Scandinavia, designing its own frames and retailing them both online and in three brick and mortar locations (two in Norway and one in Denmark). Like Warby Parker in the U.S., they aim to keep its prices accessible and its frames hiply designed, making it a point to own more than one pair of glasses to mix and match with your OOTD and mood. This month, Kaibosh is introducing a new identity — while retaining its existing logo — designed by Stockholm, Sweden-based Snask.
We got contacted by the Norwegian eyewear company Kaibosh. They felt that they had become too boring as opposed to what they should be, a trendy and bold eyewear brand. They felt their identity was too clean and they wanted to be more expressive and outgoing. The fashionable contender would finally get a fitting dress as well as a lovely new voice. We got the assignment to start out with keeping their existing logotype and from that develop their new brand ranging from signs, ads, packaging, bags, posters as well as create their entire flagship store.
We started out writing their brand platform and tonality where they would use much more copywriting in their communication, from promotion material to walls in their stores. The brand and tonality was translated into visual form and matched with a custom-made display typeface, named Sentrum, made to suit the in-store signage. We added two eyelashes as a symbol to distinguish the identity as well as use as graphic elements for many different scenarios. We created the entire flagship store with shelving systems, signage, colors, murals, etc. The project ranged from typeface and still life photos to campaigns, fashion-photography, notebooks and towels.
While the logo remains — it’s the pointy wordmark at the bottom of the towel in the image directly above — it has been demoted quite a few ranks in favor of the more graphic device of the pair of eyelashes, which is bound to become more recognizable than the wordmark. Eye pupils tend to look creepy in logos or when minimized and they usually go better with optometrists so the choice to show two closed eyes, while counterintuitive to a company that sells glasses to use specifically when your eyes are in the open position, shifts the emphasis from clinical to fashionable by focusing on the eyelashes. The extra thick lines help the eyelashes feel genderless and make it a cool icon for both men and women. Plus, it’s amazing how many things you can put eyelashes on, like googly eyes.
The other element in the identity is a custom font in a heavy weight and condensed style that feels both industrious and cool and, in typical Snask fashion, takes on dimensionality and plays with unexpected props in enchanting ways. Blue blinds? Yeah, that’s not an idea that comes naturally, yet makes perfect sense when seen through the Snask distortion filter.
More of these, please!
In application, the typography takes over most canvases in playful ways with copywriting leading the way — “It’s a wrap” wrapping tape? Dumb but perfect. The pastel yellow and pink work great with the indigo blue as a color palette.
The retail store extends the playfulness of the identity and, from window display, to wall signage, it invites foot traffic even if you are not in the market for eyeglasses. Overall, this has a great restrained irreverence that makes Kaibosh feel accessible and fun but not cheap or overly trendy.